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JWT plays metaphoric for Xerox ad

03-June-2004
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JWT plays metaphoric for Xerox ad

After a presumably long gap from the stereotyped and overtly monotonous stuff in the print advertising, here comes something truly creative and complete in its objective. The latest print campaign from Xerox Modicorp has enough masala to arrest the attention of its potential consumer.

And why does exchange4media.com infer so? Firstly, Xerox sent the message: We do not require a brand ambassador or stereotyped means for advertising our products aloud and vivid. Secondly, as says Sanjeev Handa, Client Services Director, JWT: “It supports the statement by applying an earthly idea of using cartoons or better said, metaphors like the hare and the tortoise and, Santa and his sledge to visually demonstrate the core idea of document management systems to keep pace with your growing office needs in a manner that brought a chuckle and resonated instantly with the targeted group and at the same time was a clutter breaker.” Handa also wanted to make the campaign visually different and intriguing.

Let’s have a look at the campaign. The first ad is of using the character, the hare and the tortoise – a fable about the steady winning the race. Here, it is a bit twisted. The hare is placed on the tortoise to demonstrate how frustrating and pathetic it could be to run your business using dated products that are fuddy-duddy and slow, like the tortoise. Now, the other ad is also no less interesting. In the second visual, Santa Claus and his indispensable sledge do the needful. Only change is that this time Santa’s sledge is pulled by a snail and not his reindeers, which would fly him at the blink of an eyelid. It is planned to express the anguish of being associated with an office system that does not keep pace with your business growth.

“The brief of the client was a simple one-liner: Communicate that Xerox offers document solutions help you keep pace with your business growth. And we wanted to break away from the clutter. So we invented it,” said Handa.

However, Gitanjali Puri, Senior Manager, Communications, Xerox, explains, “We followed a two-phased strategy for the Office Systems Group (OSG). In the first phase, the task was to announce the new range of office products that were introduced by Xerox in mid 2003 and the next step was to communicate the key message: 'Xerox products keep pace with your evolving document needs'. It was an all-visual foray for the OSG products into the consumer’s mind.”

The ad-strategy dwelled upon the insight that most medium to large corporates already have a basic document management system in place but their document needs are evolving and getting more complex by the day, and they have difficulty keeping in step with it. “It is here when Xerox comes in as the document management partner with its advanced multifunctional devices and copier-printers that are modular and scalable. So you can add features as per the needs of the organisation,” said Gitanjali.

Asked to comment on the creative for the ad-campaign, she told that the creative route was to remain true to Xerox India's advertising style of visual simplicity. Accordingly, the creative execution used metaphors like Santa Claus and the hare and tortoise fable. “These depict how an infeasible document management system could slow down the pace of work at the organisation and how Xerox could step in and get the company back on the fast track,” Gitanjali observed.

Making the ideas sharper and making the proposition more interesting was the essence of the whole campaign and the creative. And, what is the brand message conveyed to the consumer? Well, Handa was quick to reply: “Xerox is pioneering document management solutions for meeting the evolving needs of all offices.” He sounded satisfied as he said, “It was an innovative attempt from the agency that was duly acknowledged and supported by the client.”

JWT bagged the creative duties for Xerox Modicorp in January. Xerox Modicorp claims to have made business worth Rs 450 crore in the year 2003.

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